A Farmer's Image on the Food Package Changes Consumers' Evaluation of Food Safety and Quality

• Aoyama Ikuko

  Shizuoka University

• Zhu Harry

  Chiba University

• Koyama Shinichi

  Chiba University

• Wada Yuji

  National Agriculture and Food Research Organization

• Hibino Haruo

  Chiba University

Bibliographic Information

Other Title

• 生産者情報の「見える化」が食品の心理的安全評価・品質の評価に与える効果

Abstract

This study examined how various presentation methods of famer's information on food package influence consumers' evaluation of food safety and quality. Participants with different demographic characteristics (College students n = 58, homemakers n = 28, food specialists n = 25) are compared. Participants were presented eight different pictures with different visual and text information and then, evaluated the food safety and quality. Results showed that farmer's face with farm background picture scored the highest for food safety. As for food quality evaluation, pictures of farm only and farmer's face with farm background picture scored higher. The effect of farmer's face on food quality evaluation was smaller than evaluation for food safety. Different text information did not yield practical differences; thus, visual effects (picture) were more powerful than text information in terms of consumers' food evaluation.

Journal

• Advances in Consumer Studies

  Advances in Consumer Studies 23 (1), 1_47-1_60, 2016

  Japan Association for Consumer Studies

Keywords

• food package
• food safety
• food quality evaluation

Details

• CRID: 1390006432294604288
• NII Article ID: 130008033395
• DOI: 10.11194/acs.23.1_47
• ISSN: 18839576
• ISSN: 13469851
• Text Lang: ja
• Data Source:
  • JaLC
  • CiNii Articles
  • KAKEN
• Abstract License Flag: Disallowed